The previos reserch was developed with the purpose to understand the consumer behavior of a small publishing firm, Tri-sport magazine, with a great potential of growing. The reserch was begun with a literature checking of some known authors in the area of business administraton, following: Schifman, Kotler, Najib, Ricerds, Porter and Guyton. After all, was done an interview reserching with triathletes and some people relationed to the sport, and a questionnare by e-mail, with the clients of the firm, analising the consumer needs as well as the company potential public. Finally was concluded that Trisport has a deficiency on the distribuition and promotion, concluding that is necessery more attention in these areas to get a good rentability, reaching the expectattion.